Better price conditions, a larger range of products and greater convenience: online marketplaces such as Amazon, eBay or Zalando are becoming increasingly popular with consumers. Above all, the delivery is an important factor that influences the purchase decision. […]
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Bad news for stationary retail: 87 percent of German consumers already regularly make their purchases via digital marketplaces. A market analysis by the Sendcloud shipping platform now shows that around 38 percent of consumers want to shop more frequently on digital marketplaces in the future.
Amazon still the most popular
The main reasons for this include better price conditions compared to buying in a shop, a larger range of products and greater convenience during the shopping process. According to the survey, consumers spend an average of 50 euros on an order.
Unsurprisingly, marketplace giant Amazon has the most fans (65 percent), eBay comes in second (13 percent), followed by Zalando (11 percent).
The topics of delivery and shipping have a high relevance for deciding for – or against – an online purchase: Around 60 percent of those surveyed would not order from a marketplace if it did not offer them their preferred delivery option. For almost 58 percent, the lack of a fast delivery option is even a decisive reason for deciding against shopping on a digital marketplace.
The most popular shipping options include standard delivery, next day delivery, nominated daily delivery, letter box delivery or delivery to a service point. 40 percent of consumers have already opted for a mail order subscription – the most popular here is Amazon Prime.
“The huge popularity of marketplaces reflects the success with which they meet consumer expectations, and if our study shows anything, it's that delivery is an important factor influencing the purchasing decision here,” says Rob van den Heuvel, CEO of Sendcloud.
For the research, the survey platform Pollfish surveyed over 6,000 participants in six countries (Germany, the Netherlands, France, the United Kingdom, Spain and Italy) on behalf of Sendcloud. In Germany, over 1,000 participants were surveyed.
*Alessa Kästner graduated from the Burda School of Journalism, did a traineeship at Playboy and wrote for titles such as ELLE, Focus and advertising and sales. Her core topics as INTERNET WORLD editor: e-commerce, marketing trends, sustainability and social media.
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